Trivia

The first coherent branding initiative at United was Saul Bass' corporate identity program in 1973. What Saul Bass & Associates found at United was a non-structured identity system spread throughout the company. This patchwork incoherently communicated United's philosophy, internally and to its customers.

The new service mark was comprised of a stylized red and blue 'Double U' symbol as the visual focus and a custom logotype featuring a modified Handel Gothic without serif letters to clearly identify the company by name. The selected colors were between the basic warm United Red in equilibrium with the cool United Blue.